M.G. Siegler, writing for Medium, about Amazon’s decision to not carry the new Apple TV, Google’s Chromecast:

Amazon apparently doesn’t want to sell Apple TVs or Google Chromecasts because they have their own device, the Fire TV/Stick, which does much of the same thing as those two. More importantly, they have their own streaming service, through Prime, which neither of those devices currently support.

Maybe this is a play to ensure those devices support the Prime streaming service (with a sweetheart deal, no doubt). Or maybe these are in fact the first shots fired in a new battle on the content side of things. Maybe it’s not NBC, CBS, ABC, ESPN, HBO, Showtime, etc, we should be worrying about. Maybe it’s Amazon, Netflix, Hulu and the like.

And:

So we’re stuck in a world where in order to get all the content you want you need at least two, and perhaps even three set-top boxes in your living room. You need some combination of a cable box and a Roku/Apple TV/Fire TV/Chromecast/Xbox/Playstation.

Is this move by Amazon a short term bump in the road to ensure their content is properly supported? Or is this Amazon creating another walled ecosystem?